5 days ago
Esports World Cup's CCO on marketing to MENA's gaming generation
The Esports World Cup (EWC) in Riyadh brings together players, brands and fans from around the world for what has become one of the most ambitious multi‑title gaming events on the calendar. Its arrival reflects a wider shift in the MENA region, where gaming and esports are moving from niche pastime to mainstream cultural activity. Saudi Arabia, in particular, has positioned itself as a major hub for competitive gaming, supported by strong infrastructure and a young, digitally fluent population.
Mohammed Al Nimer, Chief Commercial Officer at the Esports World Cup Foundation, shares with Campaign Middle East what sets the regional gaming audience apart, how brands are finding their place in esports, and why the sector is shaping new opportunities for engagement.
'If you look at Saudi, 70 per cent of the Saudi audience is around 30 years old. If you compare that to Europe, it's a massive difference,' he says. 'The infrastructure is really good, the connectivity is fantastic. People have grown up gaming – for many, it's how they socialise.'
That social entry point, he explains, often starts with casual multiplayer experiences like Fortnite, Roblox or GTA Online, where players 'kind of replicate… a parallel life in the video game' before moving into more competitive environments. Over time, esports has transformed from a niche pastime into what Al Nimer calls 'the sport of the future' – a discipline with its own global athletes, professional training regimes and career pathways.
Rising brand investment in gaming
It's also a medium where brand integration works differently. In traditional sports, decades of commercial saturation have dulled the impact of sponsorships. 'Most of the time, I don't remember them anymore,' Al Nimer admits of shirt sponsors in football. Esports, by contrast, still feels fresh: 'There's this opportunity for a brand to really mark its territory in an industry that is still growing… and grow with the industry.'
That freshness helps explain why the Esports World Cup has moved so quickly from proof‑of‑concept to long‑term commitment from sponsors. Last year, some brands were cautious – curious, but waiting to see execution and audience response. This year, Al Nimer points to three‑year contracts with Aramco, Sony and STC as proof of confidence. 'They're willing to commit for the next years, just like big brands do with major sports events, because they see the value.'
It's not just endemic gaming brands either. Mastercard, Spotify and other non‑endemic players are on board, attracted by the EWC's unique multi‑game format. With 25 of the world's biggest titles under one roof, brands can align with the broad culture of gaming rather than a single community, while still choosing to spotlight genres that fit their identity – whether that's sim‑racing, FPS or sports titles.
Sometimes, the pathway into esports for decision‑makers is personal. 'A lot of senior executives now come in already knowing about esports because their kids play,' Al Nimer says. That parent‑child link can flip curiosity into genuine investment interest.
Brand DNA at the heart of partnerships
One of Al Nimer's key principles is to go further than surface‑level visibility. 'We don't want them just to slap a logo, and that's it.' Instead, partnerships are designed around brand DNA.
For example, Aramco – already a major Formula 1 sponsor – inspired the creation of the Aramco Sim Arena, a purpose‑built racing venue inside the EWC festival. The space is designed to mirror the atmosphere of an F1 track, complete with professional‑grade simulators and branding aligned to Aramco's motorsport identity. Fans can drop in to race for fun, take part in daily competitions, and even qualify for experiences like visiting the Aston Martin F1 garage in the UK. This approach gives Aramco a natural, story‑driven integration into the event – far more than simple logo placement.
Other activations tap into the unique strengths of digital competition. The 'key moments' model allows brands to sponsor specific moments – player arrivals in Toyota are sponsored by Jameel Motorsport, while in-game milestones such as who collects the most in‑game currency is backed by Mastercard. These integrations are not only contextually relevant, they are easily measurable – something Al Nimer stresses as a major advantage over traditional sport. 'We get exactly how many people watched, when they watched, what the peak viewership was, how many hours they stayed.'
Measurement goes hand‑in‑hand with unexpected fan engagement – and sometimes those moments take on a life of their own. Al Nimer recalls how healthcare sponsor Dr Sulaiman Al Habib became a meme during broadcasts, affectionately dubbed 'Dr Habibi' by global viewers. Many assumed the name referred to a wealthy individual personally funding the event. 'At the beginning on the chat, everyone was typing, what is Dr Sulaiman Al Habib? Is it like a real doctor, like the guy is so rich that he's sponsoring the Esports World Cup?' The joke snowballed into a running gag, with viewers thanking 'Dr Habibi' for the broadcast quality. When another tournament in the US suffered streaming issues, fans there were asking, 'Where's Dr Habibi to save the day?'
The meme even crossed into the physical venue, with fans holding up signs thanking 'Dr Habibi' during matches. 'That's what brands are missing if they're not here,' says Al Nimer. 'They're missing on that level of engagement … memes, banter, organic moments that people remember.'
View this post on Instagram
A post shared by Campaign Middle East (@campaignmiddleeast)
Beyond the core branding
EWC also works with partners to create content that reaches beyond core esports audiences. In collaboration with Sony Pictures and Amazon Prime Video, the foundation launched Esports World Cup Level Up, an Emmy‑winner‑directed documentary offering a behind‑the‑scenes, human‑story view of the tournament – a 'Drive to Survive' for esports. It went live globally on Prime Video on June 6 and is already in production for a second season.
On the ground in Riyadh, the experience extends to premium spaces such as the Esports World Cup Embassy – the event's answer to Formula 1's paddock club. The glass‑fronted suite overlooks the arena, with direct access to the competition floor and curated food and beverage service. It hosts government officials, sponsors, media, and corporate guests, offering a B2B platform during what is otherwise a quiet summer events season.
For Al Nimer, these activations and experiences are the real measure of success. 'You have people spending hours in a venue under your name, engaging directly with your brand. For me, that's more valuable than a media value report. It's the kind of connection you can't get from traditional advertising.'
